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For large brands and agencies, managing and monitoring marketing campaigns can be a little overwhelming simply because of the sheer scale of things. However, through the use of marketing automation, some of those stresses can be relieved and brands can rest assured that their ad spend is performing just as well, if not better.

In a recent interview from ad:tech San Francisco, John Zaterka from Silverpop chats with TheMail about marketing automation, the challenges that face agencies, and gives some examples of companies that are really utilizing marketing automation software to its full advantage.

To find out more, watch the full interview below:

These are some key takeaways from the video:

In the interview, John told us that some of the challenges that are currently facing agencies include getting the right data in, building the right personas, and marrying together the right content with the right segment of their followers.

John says that the more relevant an agency can be to their audience, the more likely they are to open messages, start building a relationship, and trust that content is there to help them holistically rather than just selling them a product. According to John, Silverpop is the perfect platform for doing this because it combines great content with an agency’s sales message and sends it to the right channel at the right time to drive results.

Later in the interview, John lists a number of big name companies that have been using marketing automation to their advantage, naming Amazon, Best Buy, and IKEA as some of the brands that are seeing tons of success by targeting their content based on user segmentation.

John says that the best way to attack marketing automation is to look at the best performing segments of your list and focus your efforts there first, then scale down from there.

If you have any questions after watching the video, feel free to ask them in the comments section below! Please visit TheMail’s YouTube page for more video interviews from ad:tech San Francisco.

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